Trade Show Intelligence

What We Offer

Trade Show intelligence is one of the most powerful, efficient and cost-effective ways to gather intelligence and learn insights about industry trends and competitor initiatives. Since trade shows bring together thousands of competitors and subject matter experts (SMEs) under one roof, it is easy for our analysts to conduct multiple in-person interviews at these events.

Our Process

Before the event, we create detailed conferences planners with key sessions for clients to use at the show, and for our internal teams to use to stay organized.

We identify important attendees and competitors to target for interviews, reach out to attendees before the show to setup interview times, and perform preliminary research.

During the events, we conduct interviews with competitors and SMEs, visit competitor booths to gather messaging information and collateral, attend relevant sessions and symposia, and establish relationships for future research initiatives.

When the conference is over, we dedicate one to two weeks toward analyzing all of the data and aggregating it into a report so the intelligence is simple to digest.

The Result

Large amount of aggregated data about a specific industry, market, or competitor help clients and internal stakeholders make tactical and strategic decisions. This research can help inform both short-term and long-term business concerns. Additionally, the collection of marketing collateral helps clients refine their messaging and branding efforts.

Case Studies

Insurance Carrier Referral Marketing

Challenge

An insurance carrier was exploring a relationship with a web-based services aggregator as a model for a similar service and line extension that would produce greater customer loyalty.

Solution

Fletcher/CSI visited industry trade shows to interact with other web-based service aggregators who were interviewed about their impacts on partners. We also participated in seminars on how companies were leveraging the links with the service aggregators.

Outcome

Research determined that the service aggregator did contribute with additional revenue in the form of commissions, but did not contribute to customer loyalty or engagement. Client opted to not incorporate the service into its offering.

Specialty Food Products Market Innovations

Challenge

A specialty food products company needed to be informed of developments in their space and how competitors addressed growing concerns over GMOs and organic ingredients.

Solution

Fletcher/CSI attended the two largest industry trade shows to engage competitor staff and industry observers in deep discussions about market trends, product developments, and consumer preferences.

Outcome

Trade show attendees identified a growing market for GMO free, organic, and gluten free products in the high end of the market. The client was able to incorporate these features into a new higher-end branded product and quickly gained market share.

Biopharmaceutical Market and Competitor Monitoring

Challenge

A top global biopharmaceutical company was preparing for biosimilar entrants in the autoimmune category, and needed to better understand its overall market landscape and competitive threats.

Solution

Fletcher/CSI attended eight medical conferences for the client over the course of a year to interview KOLS and competitor manufacturers, and attend relevant industry sponsored events and symposia.

Outcome

Client was able to receive real-time updates about its market landscape and competitors’ initiatives to inform its strategies related to biosimilars, new MOAs, clinical trials, regulatory activities, and sales and marketing practices.

Software Provider Competitive Threat

Challenge

A major software provider needed specific information on a small, but, emerging competitor, who was winning business away from the client. Client was unsure of competitor’s pricing approach, specific offering, and overall go-to-market strategy.

Solution

Fletcher/CSI identified an industry trade show where competitor would be exhibiting and interviewed competitor executives, sales and marketing staff, and potential customers to better understand the competitor’s strategy and overall market position.

Outcome

Client was able to fully understand the competitor’s strategy, including product life cycle, pricing, and target market. This enabled it to refocus its own efforts to not only maintain share, but to attack the competitor’s weaknesses.

Related Blog Posts

Trade shows have existed for centuries to facilitate the promotion of products in one location. In 1851, London’s Great Exhibition – the first international exposition of manufactured products – displayed over 13,000 items…

Most market research and competitive insights professionals attend industry specific trade shows to gather information about competitors, the market, and customers. Learning how to be a “trade show professional” will help you…

Planning for trade shows, conferences, and congresses is a year-round effort. That’s true both when companies send their staff to trade shows to collect competitive intelligence, and when they plan around what to present and offer…

ABOUT FLETCHER/CSI

We have been helping clients make strategic decisions with expert research and analysis since 1988. Our company history and culture revolve around the core values of ethical, aggressive, primary-driven intelligence.

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